Tanduay: the best-selling rum for the third year in a row

Tanduay has been the best-selling rum globally for seven years running, according to Drink International Magazine’s The Millionaire’s Club.

In 2023, the Philippine rum brand managed to hold its top spot as the world’s most popular rum by selling 23.4 million case liters. Captain Morgan (12.1 million) and Bacardi (20.6 million) were its closest rivals. Tanduay was also the seventh-best-selling spirit globally overall.

“This year, Drink International Magazine’s The Millionaire’s Club has named us the best-selling rum globally for the eighth straight year, an accomplishment we are happy to share with Bacolod and the Philippines. Tanduay sold an incredible 23.4 million case liters of rum in 2023, much more than any of our closest rivals.

At a press conference held at the Century Park Hotel in Pasay City, Lucio Tan III, president of LT Group and Tanduay Distillers, Inc., proudly stated, “We also proudly ranked seventh overall among the largest-selling spirits in the world.” Tanduay’s 170th anniversary and the Tanduay Bacolod Rum Festival’s fourth year were celebrated with the event.

To compile their rankings, Drinks International obtains information from both publicly available corporate reports and direct inquiries made to the owners of spirits brands. It was made clear that certain increase percentages, derived from the actual volume data provided, do not match up with volume sales comparisons year over year.

“The highest decimal point, which is not displayed, determines ranking when brands appear equal on volume sales; blank spaces indicate that data was unavailable or the brand did not exist in that year,” the magazine said.

A hopeful year for the spirits sector in 2024

“This year’s economic forecasts paint a sunnier picture than they did 12 months ago and renewed stability can only be positive for business,” stated Olli Dodd, supplement editor of The Millionaires’ Club.

“The industry had a challenging year in 2023, but 2024 already appears promising,” he remarked.

“Many of the most developed economies in the world had historically high levels of inflation at the start of last year. Many consumers had less money in their pockets as a result of rising expenses and stagnate earnings, and the spirits business felt this globally, according to Drinks International.

Tanduay is still expanding

Tanduay, on the other hand, keeps growing as it takes its company into additional foreign markets. Tanduay’s overseas sales increased by 60.54 percent in 2023.

“I applaud the entire Tanduay team for their unwavering innovation and flexibility in responding to market demands. Tan said, “In the meantime, our Export Team has a lot of exciting news to report, including the ongoing development of our distribution to include additional places in the US, Europe, Asia, and Latin America.

China, Taiwan, Singapore, Qatar, the United Arab Emirates, Austria, France, Germany, Belgium, the Netherlands, Luxembourg, the United Kingdom, Poland, Georgia, Armenia, the Czech Republic, Ukraine, Canada, Costa Rica, Australia, New Zealand, South Korea, and Peru have all accepted it into their markets as of this writing.

Tan also paid tribute to his grandfather Lucio C. Tan, the chairman of the LT Group, at the same news conference, acknowledging his contribution to Tanduay’s rehabilitation following their acquisition of the business in the early 1990s.

He stated, “There’s still more work to be done. Today, I also honor my grandfather, Lucio C. Tan, for believing in the Tanduay brand.” We will build on these foundations by fostering and enhancing the synergies between our business segments and external partners.

If you want to receive more articles like this one, subscribe to our newsletter!

The article image is courtesy of Cameris on Canva